The Abundant Practitioner Podcast By Dr Tilean

Ep 62: From Free to Paid: Creating a Journey for Your Clients

• Dr Tilean • Season 1 • Episode 62

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What if you could transform your coaching or consulting business by mastering the art of strategic offers? Join me, Dr. Tilean, as we uncover the blueprint for building a thriving online business through carefully crafted audience, trust, and transformational offers. Learn how each category plays a pivotal role in attracting new clients, establishing your credibility, and delivering remarkable results that clients are eager to pay for. Whether you're just getting started or looking to propel your business to new heights, this episode is packed with actionable insights to fuel your success.

Explore the essential elements of engaging with your audience through meaningful experiences across various platforms like events, workshops, podcasts, and social media. I share strategies for drawing people into your world and nurturing them from free content to transformative, paid programs. Discover how to use data effectively to track audience growth and refine your business strategies, ensuring they align with your overarching mission. This episode is an invaluable resource for practitioners, coaches, and consultants ready to optimise their offerings and achieve sustainable growth.

Thank you for joining me today on The Abundant Practitioner Podcast. I’m so glad you carved out this time for yourself because you 100% deserve soul-nourishing and soul-aligned success!

If you’re keen to dive deeper into my world, here are my socials where you can learn more about how I specifically help Health & Wellbeing practitioners start and scale their own soul-aligned and profitable coaching business. As a fellow practitioner who has been operating in the online coaching world since 2015, I’m excited to help you successfully navigate it too. You can also reach out to me on these platforms, if you have any questions!

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Thanks again for tuning in, and I'll see you next time on The Abundant Practitioner Podcast!

Speaker 1:

Welcome to our podcast, designed for psychologists, therapists and counsellors who want to take their business online and live a soul nourished and profitable life without compromise. If you want to know the secrets used by practitioners just like you to navigate the global e-learning market successfully, then you're in the right place. I'm Dr Talib, chartered Psychologist, business Mentor and your host, and welcome to the Abundant Practitioner Podcast. Hi. So in this episode, I'm going to be talking about offers and the various types of offers that you're going to want to ensure that you have in your business and that you optimize in your business in order to scale successfully. Right, this is going to be applicable for you whether you are in the early stages of building your coaching consulting business, whether you're a coach, consultant, or maybe you're a practitioner turning into that industry and way of working, and it's also going to apply to you if you are in that scalable season. Right, you have maybe built your business to around about the five figure a year mark and you are looking to scale to the five figure a month mark or even five figures a day mark. Right? I, as you know, I'm Dr Talene. I'm a psychologist and business mentor for practitioners, coaches and consultants, and I've been operating in the online coaching world for 10 years now, so let's dive in Right. So the different types of offers that you're going to want to ensure that you have falls into three categories. I like to think of three different categories that my offers need to tick right for my business. So we've got audience building offers, we've got trust building offers and then we've got transformational offers right? So I'm going to explain what I mean by each of these Now, before I even go into that, if we think about building a business right, growing a mission right, building the brand presence and having clients, is that, in order to have clients want to work with you and spend money with you and get your help, they need to trust you.

Speaker 1:

They need to believe that you can help them, that you are the person that they are looking for to support them on their journey of transformation and change, whatever that might be, and so that's why I think it's really important to recognize am I audience building? Do I have an audience building offer or an audience building offer suite? Right, and you can have one great one of each of these. Yeah, you don't have to have loads of different things, you know. Simplified to scale, I think is really, really important to remember.

Speaker 1:

But have I got something that is audience building? It's strictly audience building. It's bringing new people into my world. Consistently, day in, day out, there are new people that are in my world. How can I measure new people in my world? What is the growth of my email list, right? What is the growth of maybe you're inviting people into a community space? What is the growth of your? Um? We could potentially look at followers, although that's a little bit like you don't own that space, and so, whilst you want to keep on your, your your eyes on those numbers, email list numbers, which you own that database is important. Or, if you own your community, those community numbers are important as well. I'm talking a free community, right, and an email list where people come on, and they are coming on every single day.

Speaker 1:

So, audience building, what are you doing to audience build? Now, I, there are so many things that you can think of about audience building, right, but you basically want to give somebody something that they're going to exchange and pay you with attention and be like wow, like this is helpful, right, and so I think it's really important to not just whip up like some sort of checklist and use that as a lead magnet or an audience builder and be like oh yeah, I'm gonna put this out there or just put out like just some random ebook or whatever. But you've got to really think about who is your audience, what is their need, what are they struggling with, what do they need help with? And create a valuable, useful tool that is going to be helpful for them to audience build. Because when they opt in, when they give you their name, email address and phone number in exchange for this thing if that thing is nonsense, right, you just lost your credibility, yeah.

Speaker 1:

And so some of you may have come across me because you've been through my business workshop, you know. Some of you might have come across me and come through a masterclass, right, and you've been like, wow, oh my God, like she could have charged me for this, right, it's almost like there's so much value that you're like, ok, I want to kind of stick around and hear what else is being shared. You're like, okay, I want to kind of stick around and hear what else is being shared. And so you want that kind of impact with your. When new people enter your world, you want them to have that kind of impact, that kind of experience that your brand is associated with, value that your brand is associated with actually, she helped me right, or he helped me, or they helped me, or whatever, right?

Speaker 1:

And so you've got to think about that of like the, the offer that I'm creating as my audience building offer, which is potentially going to be a free offer. I think you should have some free facing audience building thing going on, right. That is like no bar to entry. It's like let me kind of check this person out and then we can start paying Right, and I'll tell you different kinds of things that you can think of in terms of audience building, because it doesn't have to be an opt-in. You can audience build through your social media channels as well, if that's what you prefer, or a combination of both, right. I think it's useful, if you are going to build through your social media channels, that you do have a link that people can go somewhere next, right, or a way to kind of support them in a journey of what there needs to happen so we can trust, build and then we can turn those into clients, which is what the transformational offer is about.

Speaker 1:

So, audience building offers this could be like a masterclass. It could be like, you know, I've got an audience building. I'll talk about it. My seven-day business workshop is an audience building, but it's also a trust building. It's seven days, so you know you're going to spend seven days with me. Right, it's going to have that trust building and factor in it as well. But if I was just audience building, I could do like a one hour masterclass. Right, there's some trust building elements, but it's a bit smaller. It could be an ebook, it could be a quiz, it could be, you know, like an event, right?

Speaker 1:

Social media there's so many things that you could put out, that you could even be creative. But is there a through line? Does it make sense in combination with your offer and where you're taking people? It's got to make sense. It can't just be some inspired creative idea. That just doesn't make sense for the offer of how you actually help people and what you help them with, right? So really really think about that.

Speaker 1:

Now let's think about trust building. Right, the average person needs to kind of experience about seven hours of content with you to be like, yeah, you know that makes some sense, right? Yeah, so we're thinking about that. Five to seven hours of content. Now you've got to think of your business is what do I have where somebody's able to build trust through that right now?

Speaker 1:

You know, like I said, I do a seven day business workshop. That's an hour a day for seven days. That's seven hours just there in one week. That's how we're able to go from somebody just not knowing us, me, from adam, and being like this is dr selene oh my god, let me come and like, check her out. And then being like, wow, like, okay, she's talking a lot of sense. This is making sense. Lean in, lean in God. How did this all happen? Right, to be like oh my gosh, I need to get in the academy, like today, I'm making it work out and happen, and they're in the other side and they're in the offer within seven days.

Speaker 1:

Right, this is the power of like, when you have the trust building experience, yeah, so what do you have right that you could think of? Look at your businesses. Where could I gain seven hours of content that I'm going to give these people to understand, you know, how they can change the area of their life that they're struggling with, right, how they can also understand my way of thinking and the way in which I support. Right, what is that? Yeah, think about it. Do you have a podcast, a YouTube channel, a training vault, right, a seven day business experience, right, or whatever your focus is? Yeah, like, how can you create that trust building and maybe audience build with it, right, you know? So you've got to think about that as well, and so you know there are different ways that you could do that. You can do it in written form in terms of eBooks and newsletters and blogs, and all of that You've got to think of your audience and what kind of methods are going to help them really trust build and then the speed that you might want them to.

Speaker 1:

You know, I think it's really interesting because sometimes people are like, oh, if somebody's new in my world, right, like, I just want to like take it slow. Right, you know, I was like talking with them in the academy recently about this. In terms of like with them in the academy recently about this. In terms of, like, you know, should I build out that when somebody comes in my world, like there's like a hi, welcome, and then maybe in seven days, I like send them another bit of value and then I wait about another week and then I get in touch again and I was like, okay, let's pause for a, let's think about this in the sense of like romance and relationships. Right, and you are like you've met someone, he's kind of cute, right, and he sends you one text, right.

Speaker 1:

Or the person sends you one text, right, or an email or whatever, right, they get in touch with you once saying hey, and then they don't respond again for seven days, right, and then they respond again, like you might even be thinking like, who are you? I've forgotten about you, right. And then they disappear again for another seven days. And then they're like, hey, right, it's like relationship building and trust building and getting to know you. And like you know, um, or if you meet somebody and it's like like, oh, my god, where did they come from? Like, how did this person even land in my life? And then the next day they're there with like this amazing value and they're like do you know what? You want to go for a drink, do you want to hook up? Like you want to like, like, meet up and like let's like get to know each other more. And you have such an incredible experience that you're like, oh, when can I see you again? And they're like yeah, when can I see you again? And it's just a juicy, beautiful bond, right, that is happening quite quickly in the beginning, that you know, it's just building relationship. It feels fun, energetic, exciting.

Speaker 1:

Think about that, like when people are coming into your world, are you, um, are you, are you drawing them in? That they're like I want to, I want to, I want to know more, I want to know more, I want to know more, right? Um, or are you like bringing people into your world and then like going away for a week, or what is really going on? Yes, sir, that's what I want to just kind of insert that little story there around audience building and trust building right, and so they're the things that can trust build in terms of creating an experience. Events can trust build as well. Workshops, podcasts, youtubes right, these are trust building. You can also trust build on social media, so you'll notice that audience building and trust building can kind of combine, right, these are trust building. You can also trust build on social media, so you'll notice that audience building and trust building can kind of combine right, audience building.

Speaker 1:

It requires, though, you to audience build with it, right, so you're giving something to the audience, to the people to say come on in, right? So this requires you to not just create the workshop or create the ebook or create the podcast, but you've got to get it out in front of people. Maybe I'll do another podcast episode on that, or a round table which I host every now and then. If you don't know about my round tables, get to know about my roundables. They're fun. But when we discuss that like, how do you get in front of more traffic? So you are getting new people in your world every single day. How can new people find out about you every single day? Right, that's what you want to be.

Speaker 1:

And then transformational offers before I wrap up this episode right, but transformational offers. This is where you are creating transformation. You are journeying with people, whether that is one-to-one or one-to-many or a hybrid approach right, but you are creating a transformational experience that is paid, paid right, it's a paid program, it's your paid services, and they feel much more comfortable coming into that paid service because they go through an audience building process, a trust building process. And then, when you are sharing about your transformational offer, it all makes sense and there's a through line that goes through all of those three steps. Okay. So that's what I would say, right.

Speaker 1:

The other thing I like to enter is that you can have your trust building and your audience building for free. You can have your trust building and audience building for paid. You can do a combination. There's got to always be some level of free level. Maybe that's social media. There's some like taster to like or enticement to want to take the step into paying for something, right. So you know you can think about the various levels of your brand.

Speaker 1:

But if you are thinking about putting in trust building offer or offers that are low ticket, right, you're not doing it to kind of capture, like, with the mindset of like, oh, I'm just doing this low ticket thing for, like, people that can't afford me, right. I don't like that way of thinking because I want you to be fueled by your mission and the transformation and creating things that are actually helping people, as opposed to creating things because they're attached to budgets and constraints, right. So you want to create something, even if it's low ticket, that is still valuable and that meets that person where they are at in their trust building process, to support them as they build up, to be in the level where they are in that stages of change, to say I'm ready to transform, hit the ground running and take serious action and create momentum in this area of my life, right, so I hope this episode has served you. It's very tactical, right In terms of like business, yeah, but lean in.

Speaker 1:

Think about ask yourself that question what have I got in my office suite right now that falls under audience building? Right, how much does my audience grow every day, every week, every month? Right, remember, I like data. Ok, right, we want to see the numbers to understand. Ok, these numbers make sense or these numbers don't make sense and I therefore need to do something different in my business. All right, so that's it over and out. Look out for your audience building. How do I trust, build and what is my transformational paid offerings? Okay, see you again soon. Have a great day, take care Bye.